These Danish Beauty Brands Will Make You Feel Like You Woke Up in Copenhagen

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(Image credit: @emilisindlev)

Beauty is a never-ending journey of discovery and exploration—not only because we find out about new products or hacks from buzzy brands and influencers but also because we learn what it’s like for people who are millions of miles away. So many methods, ingredients, and traditions that originated from other countries, like Korea, for example, have gone from being a trend to the norm here in the West. This is why you shouldn’t sleep on Scandinavia, especially when it comes to Danish beauty. 

The Danes have a simple yet effective approach to their skincare routines that any beauty lover can appreciate. "Danish beauty is all about putting your time and energy into great skincare as opposed to makeup,” says Ole Henriksen, founder of his eponymous skincare brand. "As a matter of fact, Danish women are admired for wearing very little makeup. It’s all about that natural glow of healthy skin.”

Henriksen’s Danish heritage has informed his life’s work, especially when it comes to what he puts in his products. "An ingredient inspired by my Danish heritage that I’m fond of using in many formulations, like Dewtopia 20% Acid Night Treatment, is Nordic birch sap,” he says. "As a child, my mother worked at the local pharmacy in my village, where she helped create ointments, one of them made with Nordic birch sap that she would apply to our skin during the cold winter months.”

If you can’t hop on a plane to Copenhagen, trying Danish beauty brands from the comfort of your home is the next best thing. Ahead, learn about seven incredible Danish skincare and makeup brands, and discover products to incorporate into your own routine.

#1: Ole Henriksen

Henriksen’s mother first introduced him to skincare when he was growing up in the Danish village of Nibe. But it wasn’t until he developed cystic acne during his travels as an adult that he was inspired to help others heal their skin.

#2: Kjær Weis

Before she founded her beauty brand, Kirsten Kjær Weis was a makeup artist, working on shoots for magazines like Marie Claire and Self. She began noticing how much synthetic makeup wrecked models’ skin and decided to do something about it. In 2010, she launched her organic, natural luxury makeup line.

#3: Ecooking

After experiencing skin issues following her divorce, Tina Søgaard began mixing up creams, oils, and serums in her own kitchen, and they fixed her skin. Soon, friends and family wanted in on the magical products, and she launched Ecooking in 2015.

#4: Woods Copenhagen

Co-founder Martin Lyne launched Woods Copenhagen in 2016 after his daughter was diagnosed with atopic eczema. The products in his line are formulated with Arctic spring water that's free of toxins, pesticides, and phthalates, and they're made with sustainable packaging.  

#5: Nuori

Before launching the brand in 2015, Nuori founder Jasmi Bonnén worked at L’Oréal, where she learned about the trickiness of visible expiry dates. That’s why Nuori’s philosophy is called Fight for Fresh—it makes small batches every 10 to 12 weeks in Copenhagen and quickly ships to its retail partners.

#6: Beauté Pacifique

In 1997, Flemming Christiansen launched his skincare brand, Beauté Pacifique. It started out small, with his wife, Margith, and their family putting labels on the jars and tubes. Now, Beauté Pacifique is one of the biggest Danish skincare brands, with over 50 products. 

#7: Tromborg 

Marianne Tromborg was a makeup artist before launching her beauty brand in 2003 with her biochemist husband, Tim Schyberg. As she and Schyberg suffered from psoriasis and allergies, it became vital that they be aware of what went onto their skin. The brand’s products are all organic and have locally made, recyclable packaging. 

Marie Lodi
Freelance Beauty and Fashion Writer/Editor

Marie has covered beauty, fashion, and lifestyle for almost 15 years. She contributes to the beauty section here at Who What Wear. Previously, she was the Looks Editor for Bust Magazine, built the beauty vertical at HelloGiggles as its beauty editor, and was a founding staff writer at Rookie mag, giving fashion advice to teens. Her bylines have appeared in The Cut, Allure, Glamour, The Hollywood Reporter, and more. She was born and raised in Southern California and is based in L.A. Marie is a self-proclaimed costume design nerd and a co-host of Makeover Montage, a podcast about fashion in film and costume design. You'll see her writing about her beauty obsessions: red lipstick, winged eyeliner, pink hair, nail art, and skincare for people over 40. When she's not working, she's playing with her dog, Gnocchi, and writing her style newsletter, Overdressed.